Technology is increasing faster than consumers/ increasing levels of complexity

The empowered customer is now in control of the business relationship Delivering customer value is paramount — and an organisation’s behaviour is as important as the products and services it provides. The pressure to be accountable to the business is not just a symptom of hard times, but a permanent shift that requires new approaches, tools and skills.

Market and Technology factors are the two most visible forces:

In 2012 your organisation needs to move faster if you are to keep up with technology and your customers

THE 4 biggest issues facing CMOs

1 2 3 4 Explosion of data

Social Media

Proliferation of

channel/devices

Shifting consumer

demographics

Jack Welch, Former Chairman & CEO General Electric

“We only have two sources of competitive advantage – the ability to learn more about our customers faster than the competition and the ability to turn that learning into action faster than the competition”

Customer Experience Matters

• Quality triangle is not a law of nature • It is possible to simultaneously

improve speed, cost and quality

Faster, Cheaper & High Quality

WHY YOU CAN HAVE YOUR CAKE & EAT IT

To truly take control of the conversation organisations need to

HAVE ALL 3

How to be GOOD, FAST and CHEAPER

Leveraging technology to achieve

total customer experience

…and at the same time decreasing budgets available

There is an increasing need to measure customer satisfaction experience …

Engaging reporting

Moving from big data to big

insight

Updated continuously

SO WHAT ABOUT

Customer Experience?

Continuous customer feedback

Capture Data

Provide Comprehensive View of the Customer

Streamline Processes

Automate Non-Consultative Tasks

Help Drive Insights and Action

How do tools and technologies facilitate meeting those challenges?

1. You have a finite sample 2. They are already buying from you 3. You need better surveys 4. More engaging 5. You need repeat purchase of the survey 6. You need faster flagging and action of

issues 7. You can’t wait 1-3 months for reporting

Is different than most consumer research: Customer Experience Measurement

Vision Critical Customer Experience Management is a centralised solution that provides easily personalised, actionable, real-time insight into customer behaviours and attitudes to enable improved performance across the organisation.

Capture and understand vital customer feedback, then put it in the hands of those who can use it to

guide your business success

GATHER ANALYSE REPORT

TAKE ACTION IDENTIFY PATTERNS AND CRITICAL ‘MOMENT OF TRUTH’ EVENTS

Visually Engaging Alternative to Traditional Survey Questions

Case studies

• Interview any contacts who completed a sale or purchase of a property using Coldwell Banker agent and provided email address

• Weekly sample file/transaction processing and deployment • Weekly process and update of users and permissions • Online Survey • Online reporting rolled out to CB admin, company owners, office

managers and real estate agents • Used for marketing and potentially performance evaluation

Case: Example Project – Coldwell Banker

Store A Store B Store C Store D Store E Store F Store G Store H Store I Store J

Note: Screenshots have been cleaned to respect client confidentiality

• Accurately drive respondent pharmacy identification (over 55,000 pharmacies in the United States) by creating a custom Google Maps interface, which allowed respondents to search by zip and select their pharmacy with extreme precision

• Robust survey design, capturing all key pharmacy interactions and touchpoints

• Intuitive and dynamic online reporting system with visual charts and graphs

Case: Example project – Boehringer Ingelheim

Case: Example Project – John Deere Dealer Satisfaction

22

• Quality (forgot to ask overall satisfaction last year on their own)

• Efficiency/Distribution – Offline reporting took up 2-3 FTEs annually. Want to report globally in an efficient fashion

• Global in scope, interviewing John Deere dealers.

• Ongoing services and online reporting. • Hierarchy structure by geography (countries, regions, corporate)

• Using technology FAST doesn’t have to mean higher cost or lower quality

• Specifying Deliverables/Reporting at the start and repeating this allows fast, good quality reporting

• Spend $ upfront to save money over time

• Produce an engaging useable product